Selfridges celebrates Shakespeare’s 400th birthday by building a theater in their basement!


UK based department store Selfridges celebrates the 400th birthday of the world-famous English poet and playwright William Shakespeare with a massive campaign called “Shakespeare Refashioned.” The retailer will pay tribute to the Bard of Avon through elaborate window displays and Shakespeare themes collections and the installation of a 100-seat theater on its lower ground floor.

Selfridges’ will play host to the theater company The Faction’s production of “Much Ado About Nothing.” The Faction’s take on the play is a modern-day interpretation set in today’s world. Unfortunately, the theater won’t be available to the public officially until August 23, when previews for the play officially begin. However, before the play opens, space will be used for a series of workshops and acting classes conducted by the Royal Academy of Dramatic Art (RADA), open to anyone (you can buy tickets online through Eventbrite). Selfridges will also bring together several brands, including Caitlin Price, Astrid Andersen, and Life’s A Beach for spoken word, music, and art performances running from July to September.

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On the fashion front, check out the store’s website for a Shakespeare inspired edit featuring a host of items exclusive to Selfridges inspired by Shakespeare’s plays and notable works. We love the on-trend pouches featuring quotes like “with mirth and laughter let old wrinkles come” or “all the world’s a stage.” Still can’t get enough Shakespeare? Don’t forget to check out the dramatic window displays imagined by designers like Issey Miyake and Dries Van Noten, inspired by different scenes from the famous plays.
Learn more about the campaign here

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